The Mall is dead, long live the Mall

The new name was chosen to reflect the area’s “unique E17 postcode”

The rebranded shopping centre in Walthamstow
The rebranded shopping centre in Walthamstow

The shopping centre formerly known as The Mall (and, even more formerly, Selborne Walk) is now “17&Central”.

While the new signs have been up for a while, the Walthamstow shopping centre’s owners finally announced the rebrand today.

The new name is intended to reflect the area’s “unique E17 postcode” and “distinct London identity”, according to owners Capital & Regional.

Earlier this year, plans to knock down part of the centre and build two enormous flat blocks – 34 and 26 storeys high – were approved by Waltham Forest Council.

In a statement today, council leader Grace Williams said: “For over 30 years this shopping centre has been a focal point for the community.

“The new name, 17&Central, further aligns the brand with the local area and is another great illustration of how the centre’s staff continually work to adapt and evolve the offering to appeal to the Walthamstow community.”

The £200million redevelopment of 17&Central was first approved by the council in December 2017 and re-submitted last year to add 36 more flats in fewer, but taller, blocks.

The latest plans, approved on 27th January, will deliver 538 new flats in total, of which only 99 will be available at “discount market rent”.

Opposed residents at this meeting urged councillors to reject the plans, arguing the huge towers posed a fire risk and that the flats were not truly affordable for local people.

However, committee members felt the need for more good quality private-rented homes and a revamp of the “miserable” shopping centre outweighed these concerns.

Plans to build a new entrance for Walthamstow Central Underground Station, providing step-free access, were also approved, although this is still dependent on millions of pounds in funding from Transport for London.